An examination of online product comparison service: fit between product type and disposition style

  • Authors:

  • Fiona Fui-Hoon Nah;Weiyin Hong;Liqiang Chen;Hong-Hee Lee

  • Affiliations:

  • University of Nebraska-Lincoln, College of Business Administration, Lincoln, Nebraska;University of Nevada, College of Business, Las Vegas;University of Nebraska-Lincoln, College of Business Administration, Lincoln, Nebraska;University of Nebraska-Lincoln, College of Business Administration, Lincoln, Nebraska

  • Venue:
  • HCI'07 Proceedings of the 12th international conference on Human-computer interaction: applications and services
  • Year:
  • 2007

Quantified Score

Hi-index 0.00

Visualization

Abstract

Horizontal and vertical disposition styles are two main formats used in product comparison service on e-commerce websites. In this research, we hypothesize that there is a fit between product type ('think' vs. 'feel' product) and disposition style (horizontal vs. vertical style), where horizontal disposition style is more appropriate for 'feel' products and vertical disposition style is a better fit for 'think' products. An experiment will be carried out to test the hypotheses.